4. Advertising was a guessing game
"Half the money I
spend on advertising is
wasted; the trouble is I
don't know which
half."
– John Wanamaker
5. Advertising was… annoying
“Ignorant intrusions offend
me, not intrusions from
companies that really do
understand my needs and
know when I like to be called
and the kinds of things I buy
and don't buy.”
- George Gilder
6. Advertising was… kidnapping?
“I have always believed
that writing
advertisements is the
second most profitable
form of writing. The first,
of course, is ransom
notes.”
Philip Dusenberry
7. Online Advertising Trends
• For the first time in U.S. history, marketers are projected to spend more
on online advertising than on advertising in print magazines and
newspapers.
• Online advertising is expected to generate $39.5 billion in sales this year
— a 23.3% increase from 2011
• The 1st quarter of 2012 showed a 30.3% year on year growth in search
advertising.
• Cost-per-clicks costs are down but clicks and click-throughs are up 20%
• Bing/Yahoo buys are up 40%
• Mobile clicks were up 246.1% year on year and impressions were up
119.9%
8. Online Political Advertising
• Political campaigns will spend an
estimated $160 million on online
communication in the 2012
election cycle up from $22.2
million in 2008
• 1 in 3 registered voters watch NO
live TV
• Demographics, profiles, cookies,
voters, and tracking are key
• Retargeting is the buzzword
9. What are the Goals?
Positive Approaches Proactive / Reactive Approaches
• Get Noticed • Respond to News
• Get Traffic • Brand the Opposition
• Social Networking • Blast Opposition
• Get Emails • Clog the Pipeline
• Get Donations • Change the Momentum
• Get Out the Vote • Change the Vote
10. What kinds of online advertising?
Types Approaches
• Text ads • Keyword / Search
• Display Ads • Contextual
• Pop-ups • Behavioral
• Flash • Geo-targeted
• Interstitial • Localized
• Video • Cookie Retargeted
• Emails • Profile Retargeted
• Social Networking
(Facebook, Twitter, LinkedIn)
15. How does it work?
•How much? •Ad
Set your Identify •DIY?
•What are •Where? Find a Create & creatives Measure
goals / your •Expect
your trying •Who? firm? Launch •Landing Results
budget to do? targets results
pages
20. How do I calculate the results?
Display ads
Amount Expectation
Spend $4000
# of impressions 1,000,000 $4 / 1000 impressions
# of click throughs 10,000 Less than 1% clicks
# of conversions 3,000 Less than 30% conversions
CLV (Campaign Lifetime Value $38,880 (exclusive EMT formula)
26. The Campaign Circus
• Multiple consultants with different
approaches.
• Multiple systems with different sets of
data.
• Revolving door of staff and volunteers.
• Constant exports, imports, de-dupes.
• Lack of hardware, software, licenses.
• Lack of common tools, reports,
systems.
• Lack of communication.
27. Some Solutions
• Central system to manage campaign staff,
documents, tools and tasks.
• Technology which facilitates communication
and drives your campaign to success.
• Empower and incentivize campaigns to drive
fundraising success with local tactics.
• Create a program to keep supporters for life.
